Subject Index
 

Doritos wanted to regain relevance with its target audience - 16-24 year old - in a way that would be regarded by the age group as authentic. To achieve this, it wanted to engage this audience in a wa ...

The US pizza category was witnessing flat to negative growth rates, largely because the proliferation of price promotions had commoditized the tactic and reduced consumer response levels. Domino's new ...

By 2007, Doritos had been suffering a period of declining sales and growth. During this time, the brand had been using inconsistent marketing strategies and messages, meaning that it had become increa ...

This case study looks at Pringles strategy during the 2006 FIFA World Cup, which was based upon The Pringles Dream Team and its website, www.pringleskeepyuppy.com. Due to the prohibitive cost of offic ...

This paper describes how by generating reappraisal Ryvita Minis, advertising created awareness, product consideration, trial and repeat purchases above benchmark levels. Minis achieved year three pay ...

Having lost over 50% of its franchise from 2002–05 and 29% of its share of shelf, Slim-Fast wrote-off approximately $1 billion. Tasked with proving the brand’s vitality to dieters, retailers and Unile ...

Meatless food company Gardenburger Inc’s Eating Good Just Got Great campaign was to expand its market beyond traditional vegetarian consumers (less than 2% population). The $1.5m (approximately £757,0 ...

Unilever launched Lipton Sizzle & Stir - a dry dinner mix to which consumers only needed to add meat - in the US in 1999. By 2000, it had $30 million of sales. However, Unilever wanted to achieve $40 ...

Pizza Hut is the world’s largest pizza chain, but in the US in the late 1990s it was facing increasing competition. Its response was to introduce the Big New Yorker pizza, a bigger, sweeter flavoured ...

In 1995, Kraft introduced the first frozen pizza with a fresh-frozen, not precooked, crust. Positioned as a frozen product that was as good as those delivered by your favourite pizzeria, in its first ...

Frito Lay, the world's largest maker of snack foods, launched an advertising campaign in 1997 to introduce new Doritos products, and to increase international sales of tortilla chips. The campaign cal ...

After a $9.9m (approximately £5m at 2008 rates) campaign to create national branding for Emerald Nuts saw a $50 million rise in its net annual revenue, Diamond Foods Inc gambled its entire advertiseme ...

American soup company Campbell’s condensed products, accounting for 70% of its operations and 35% of sales, had consistently lost revenue. But a change in strategy, tone and targeting by way of a $100 ...

Following the limited success of its attempt to cultivate a niche market for its organic Seeds of Change products, Masterfoods redeployed its £587,000 (approximately $1.1m at 2008 rates) media budget ...

Premier Foods had just three months to break into the British baked bean market with Branston Beans. It set out to replace 50% of market leader HP’s Heinz business, but managed to acquire 86%, creatin ...

This brief paper discusses Freshways campaign to promote awareness and the quality of their sandwich range. Special events, “free lunch” offers, and giving away free packets of crisps with promotional ...

This brief case study discusses the launch of Branston Baked Beans in November 2005, when UK consumers were encouraged to brand switch from the market leader Heinz to the better tasting Branston Beans ...

This short paper centres around the launch of a new range of Freshways sandwiches at the IFEX exhibition to target key trade customers. One week prior to the event, they received an invitation to visi ...

Adult snacking is a growing trend in the Canadian market, pointing to opportunity in the casual meal territory. STOUFFER'S decided to create a whole new section in the frozen aisle consisting of handh ...

Wattie's first launched baked beans 60 years ago, and has for decades been a staple part of the Kiwi eating repertoire. Over time, however, the Baked Beans category has stagnated as more modern snack ...

By driving awareness and challenging negative category taste perceptions, the 'Tailgating' campaign led to Campbell's Chunky Chili surpassing launch year objectives by a significant margin. Chunky Chi ...

With increasing competition from Heinz and Campbell’s, Baxters, producers of soup, launched a new campaign in 2003 to combat this. Focussing on the sense of attachment through family, the brand chose ...

The potato crisp market is highly competitive so in the early 1990s, the New Zealand-based company Bluebird Foods launched a grain-based snack called Grainwaves. It performed well but in 2002 it hit ...

Stouffer’s volume brand, Red Box, was under pressure from low price entrants such as Control Label — and it would be a challenge to gain profitable market share. As a result, Stouffer’s launched Bistr ...

Crescendo Rising Crust Pizza had been the first rising crust brand in the market, but it was now running second to Kraft’s Delissio, and by a 4:1 ratio. Crescendo needed to do something, but what? The ...

Campbell's Soup at Hand offers busy/working women a warm, delicious and convenient lunch or snack in just minutes. This is particularly important, as there is an overwhelming set of convenient food ch ...

At a time when Cheetos needed to grow to counter regional competition, brand equity scores were in decline. This downturn and results of qualitative research showed a need to focus on 6 to 11 year ol ...

This case documents the transformation of a company from a modest manufacturer of own-label pizza into a firm owning one of the UK’s top 50 fmcg brands. The direct effects attributable to advertising ...

In 2002, Freshbake Foods launched a range of microwaveable pies called Microbake. They were aimed at men, students, people who lived alone and mums who wanted something tasty and convenient for their ...

This brand is described as 'the' evening snacking solution aimed at young people who are sociable and strong minded where snacking is emotional and an experience to be shared with friends or partner. ...